In the first edition of this landmark book, business loyalty guru Fred Reichheld revealed the question most critical to your company’s future: “Would you recommend us to a friend?” By asking customers this question, you identify detractors, who sully your firm’s reputation and readily switch to competitors, and promoters, who generate good profits and true, sustainable growth.

You also generate a vital metric: your Net Promoter Score. Since the book was first published, Net Promoter has transformed companies, across industries and sectors, constituting a game-changing system and ethos that rivals Six Sigma in its power.

In this thoroughly updated and expanded edition, Reichheld, with Bain colleague Rob Markey, explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. With his trademark clarity, Reichheld:

• Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success• Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers• Shares new and compelling stories of companies that have transformed their performance by putting Net Promoter at the center of their business

Practical and insightful, The Ultimate Question 2.0 provides a blueprint for long-term growth and success.

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"This year, Reichheld, who is a fellow at Bain & Company as well as the founder of its loyalty practice, and Rob Markey, head of the company's global strategy and marketing practice, published The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World, an updated and expanded version of The Ultimate Question. The original lit the spark for the Net Promoter fire in 2006." -- CRM magazine

"wonderful new book" - FORBES.com

"A variety of companies have started using this: Charles Schwab, Apple, Progressive, Virgin Media, and more. Check out the book and see how to use it for your company." - 800 CEO READ

About the Author

Fred Reichheld is a Fellow at Bain & Company. He is the bestselling author of The Loyalty Effect, published by Harvard Business Review Press, as well as numerous articles published in Harvard Business Review. Rob Markey is a partner and director in Bain & Company's New York office and head of the firm's global Customer Strategy and Marketing practice.

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Top international reviews

I bought this book at the request of my boss to see how we could introduce net promoter scores in our business. Having read the book, I am a convert and it is now my opinion that all businesses should run with this pointing to customer focus.

Littered with examples, some british, it explains all you need to know about the basics of why customer service can only really work if the whole business focuses on it in an organic way.

Not the smartest of business tools. I hate the name dropping of such successful businesses by the Author, the success of the companies mentioned have more to do with the brand, market positioning and unique products offered rather than a half concept to measure customer feedback and respond.

This measuring of feedback has been going on for decades and decades in business I recall learning about this back in the 80s but just because someone has now stamped a new name on the measure of feedback and decided to go to press we should attribute the success of Lego, Ebay or Facebook to the ideas of the man?? I think not.

The model does give something to use for those that currently do not have an existing strategy for keeping a focus on customer service but to an extent it is limited unless coupled with other tools.

In a world where the heartbeat is quarterly and everything is about short term profit, this book manages to explain clearly how to build a sane and positive relationship with your customers, which is definitly the key of any long term success.

If you work in customer service or run your own business you just have to read this book. It provides a practical route map to understanding how you can improve the relationship with your customers and how you can track customer engagement. I have read a lot of books on this subject matter but this is definitely THE defining book.

Purchased this book after hearing comments at a conference. Having read the book passed it to my manager who then purchased several copies for his other reports to read. The philosophy is gradually taking hold in the business and could be a game changer. Easy reading and it could just change your thinking and hence your business fortune.

The concept of NPS is good but it is just one more metric, the book tends to overplay it. Also some of the success stories are questionable whether entire success can be attributed to NPS or there were other factors.